Face it, your company needs lead generation! Your sales/marketing and lead generation teams should understand how to work together so that your investment pays off. With the fast-paced flow of business these days, it’s nearly impossible to get everything done on your own and you’ll need some help along the way.
Think of lead generation as the general manager (GM) of an NFL football team, and you are the coach. Both sides have critical roles within the organization so each group should focus on specific tasks that need to fall into place effectively.
The GM assembles a staff of scouts that find the most talented players across football whether that’s in college, a semi-pro league or right within the NFL. That’s where Sales-Link’s staff comes into play. Our “scouts” are scouring the phones and internet each day making sure they find the best match for your products and/or services. The GM will then identify the players that will be a good fit for your organization.
Keeping on with the football theme, there have been coaches that also wanted the GM title and have failed miserably trying to do both roles. To be honest, we all have a lot on our plates in this “need it now” time of our lives. Hiring a lead generator allows for sales and operations to do what they do well i.e., sell and deliver highly rated results which you ensure as you manage the closing and finalization of deals.
Lead generators are hunters and they like to move quickly on to the next best thing on the rise. The same group cannot do a great job on everything, so assemble your players and manage them. If everyone does their job and comes together as a team, the final product will allow for repeat business.
Today’s lead generation firms are best if run by former salespeople who understand what it means to be on the firing line. You need hunters who left their egos at the door. They understand the concept of “what have you done for me lately?”
Lead generators forget about the million-dollar deal they helped you pull in yesterday because that is old news. When all is said and done, you’ll be including the lead generation group as a key component in your sales strategy.
It is important to invest in lead generation because it complements your impressive marketing groups. The marketers of yesterday are now being asked to understand lead generation. Many have not been on the firing line that sales experience nor familiar with sales systems and how they work. Sales-centric organizations seem to do very well with understanding lead generation and how to rank leads.
It is all about sales. The salesperson’s first interaction, first appearance, first presentation—their actions need to be perfect and they need to be on their game.
How can a salesperson help a lead generation company get further inspired to do more for sales? Let me share what we look for:
· Explain the strategy and keep us informed of changes in the big plan
· Let us know when the lead is not a fit
· Let us know when the lead is a great fit
· Change the letter often
· Always be adding content
· Refer us to great reading materials about your business
· Act as if we are part of your company/your business
· Remember us and our effort!
Lead generators can help salespeople with:
· Providing metrics
· Sending prospect feedback, good or bad
· Making suggestions on how to improve letters
· Keep the data growing
· Check news updates on companies the clients are targeting
Good salespeople and CEOs know how to work with their lead generation partner. They work them hard, stay in touch and most importantly, keep them engaged! They listen to what their lead generators are asking for and ensure they get what content they need.
If the lead generation team is an outside group, trust them. They know they have to work for their money and they want to please you. THEY NEED YOU and will genuinely tell you how you are doing if you ask!